Creation of a Strategic Marketing Proposal

The final project for this course is the creation of a STRATEGIC MARKETING PROPOSAL.
Developing and implementing a healthcare marketing proposal requires deep alignment with organizational values, systematic inquiry, and applied, strategic thinking. By engaging the steps of the marketing process, you will gain skills and perspectives applicable to a range of healthcare management careers.

In this project, you will apply what you have learned about healthcare marketing to a real-world organization of your choice. Specifically, you will identify a product or service for which you will develop a strategic marketing proposal. In your proposal, you must explain the importance of marketing principles as they uniquely apply to your chosen healthcare organization. Additionally, you will engage in the marketing process by establishing objectives, analyzing the market environment, and developing a promotions mix for effectively marketing your product or service.

The project is divided into two milestones, which will be submitted at various points throughout the course to scaffold learning and ensure quality final submissions. These milestones will be submitted in Modules Three and Five. The final submission is due in Module Seven.

In this assignment, you will demonstrate your mastery of the following course outcomes:
• Explain the importance of fundamental marketing principles and processes as they uniquely apply to healthcare organizations
• Determine relevant marketing objectives and target audiences that support the mission, vision, and values of healthcare organizations
• Analyze healthcare markets to identify sociocultural characteristics, customer needs, and economic factors that influence demand for health services
• Develop strategic marketing proposals by applying the marketing mix to support the mission and brand identity of healthcare organizations

Prompt
Your strategic marketing proposal should address the following critical elements:

I. Introduction
A. Provide a detailed profile of your selected organization. What type of organization is it? What is its mission and vision, its service area and locations, and its major products and services?
B. Describe your marketing initiative in terms of the specific product or service you have selected. Why is it important to the organization? What are the current issues with the product or service? Why is a marketing initiative needed?
C. Explain the relevance of knowing your customers’ needs for marketing your healthcare product or service. Illustrate your response with specific examples of your primary and secondary customers, as well as their needs, wants, and preferences.
D. Clarify the importance of the “four P’s” of marketing as they apply to your healthcare product or service. Illustrate your response with specific examples of how each is or is not relevant.
E. Characterize the relevance of drivers of demand for marketing your healthcare product or service. Illustrate your response with specific examples of factors that drive demand for your product or service.

II. Establish the Context
A. Determine the marketing goals of your initiative. You should develop at least three specific objectives that apply best practices and align to the organizational mission and vision.
B. Analyze the industry segment for your healthcare product or service. Include all relevant details related to population segment and demographics, market size, psychographic or health status segmentation, regulatory influences, payer mix, and key success factors.
C. Identify and describe your target markets. Be sure to include all relevant details related to their demographics, characteristics, preferences, and consumer behaviors. In any area where you are lacking critical information, explain the type of data that you would collect to fully understand your target markets.

III. Market Analysis
A. Conduct a SWOT analysis for your selected healthcare product or service. Be sure to thoroughly analyze the strengths, weaknesses, opportunities, and threats by including at least three items in each category.
B. Assess your organization’s competitors using specific supporting examples. You should address at least two competitors, and discuss at least three strengths and weaknesses for each.
C. Based on your SWOT and competitor assessment, draw informed conclusions about your organization’s current market position and justify your claims with specific supporting examples.

IV. Marketing Strategies
A. Develop a promotions strategy that effectively applies the media mix. Which traditional marketing techniques (e.g., public relations, advertising, sales and sales promotion, direct marketing) do you recommend and why? Defend each of your proposals using specific evidence and principles discussed in the course.
B. Analyze the resource requirements. What are the types of resources you would need for your proposed strategies? What are the categories of direct and indirect expenses to consider?
C. Propose specific metrics for evaluating the success of your marketing proposals. How would you measure success? What sources of data would you monitor and how would that data be interpreted?
V. Conclusions: In closing, defend your overall strategy proposal by illustrating the specific ways in which your recommendations would support the mission, vision, and values of your healthcare organization.
Milestones

Milestone One: Draft of Introduction
In Module Three, you will submit a draft of your introduction. Your introduction will include a profile of the organization, a description of the specific product or service including the marketing opportunity, the needs of the target market, the promotions mix, and an explanation of the drivers of demand. Use the feedback you received on the Module One journal and the Module Two short paper to assist you in developing your introduction. This milestone is graded with the Milestone One Rubric.

Milestone Two: Draft of Context and Market Analysis
In Module Five, you will submit a draft of your context and market analysis. Establish the context for your healthcare product or service, and analyze the market. To establish the context, you will describe the industry segment, describe your target markets, and specify the marketing goals and objectives. In analyzing the market, you will conduct a SWOT analysis, assess the competitors in the market, and determine the current market position. This milestone is graded with the Milestone Two Rubric.

Final Submission: Strategic Marketing Proposal
In Module Seven, you will submit your strategic marketing proposal. It should be a complete, polished artifact containing all of the critical elements of the final product. It should reflect the incorporation of feedback gained throughout the course. This final submission will be graded using the Final Project Rubric.

Final Project Rubric
Guidelines for Submission: Your proposal should be 8–10 pages using 12-point Times New Roman font and double-spacing. Any citations should be in APA
format.

1. Introduction: Profile of Organization
Exemplary: Meets “Proficient” criteria and balances necessary detail with clear, economical language.
Proficient: Provides a detailed profile of the organization, including its type; mission, vision, and values; its service area and locations; and its major products and services

2. Introduction: Marketing Initiative
Exemplary: Meets “Proficient” criteria and balances necessary detail with clear, economical language.
Proficient: Describes the marketing initiative, including the product or service; why it is important to the organization; its current issues; and why the initiative is needed

3. Introduction: Customer Needs
Exemplary: Meets “Proficient” criteria and demonstrates nuanced appreciation of the importance of marketing principles and processes within healthcare organizations.
Proficient: Explains the relevance of knowing customer needs for the marketing initiative and illustrates with specific examples of primary and secondary customers, as well as their needs, wants, and preferences

4. Introduction: “Four P’s”
Exemplary: Meets “Proficient” criteria and demonstrates nuanced appreciation of the importance of marketing principles and processes within healthcare organizations.
Proficient: Clarifies the importance of the “four P’s” of marketing as they apply to the healthcare product or service and illustrates each with specific examples.

5. Introduction: Drivers of Demand
Exemplary: Meets “Proficient” criteria and demonstrates nuanced appreciation of the importance of marketing principles and processes within healthcare organizations.
Proficient: Characterizes the relevance of drivers of demand for the marketing initiative, and illustrates with specific examples of factors that drive demand for the product or service.

6. Establish the Context: Marketing Goals
Exemplary: Meets “Proficient” criteria and demonstrates sophisticated ability to determine relevant marketing objectives.
Proficient: Specifies at least three marketing goals of the initiative that apply best practices and align to the organizational mission and vision.

7. Establish the Context: Industry Segment
Exemplary: Meets “Proficient” criteria and demonstrates keen insight into the nature of healthcare markets.
Proficient: Analyzes the industry segment for the healthcare product or service, including all relevant details related to population segment and demographics, market size, psychographic or health status segmentation, regulatory influences, payer mix, and key success factors

8. Establish the Context: Target Markets
Exemplary: Meets “Proficient” criteria and demonstrates sophisticated ability to determine relevant target audiences.
Proficient: Identifies and describes the target markets, including all relevant details related to demographics, characteristics, preferences, and consumer behaviors; where appropriate, explains the types of data that would be collected

9. Market Analysis: SWOT Analysis
Exemplary: Meets “Proficient” criteria and demonstrates keen insight into the nature of healthcare markets.
Proficient: Conducts a SWOT analysis including at least three items in each category

10. Market Analysis: Competitor Assessment
Exemplary: Meets “Proficient” criteria and demonstrates keen insight into the nature of healthcare markets.
Proficient: Identifies and assesses at least two competitors using specific supporting examples, including at least three strengths and weaknesses for each.

11. Market Analysis: Market Position
Exemplary: Meets “Proficient” criteria and demonstrates keen insight into the nature of healthcare markets.
Proficient: Draws informed conclusions about the organization’s current market position and justifies all claims with specific supporting examples.

12. Marketing Strategies: Promotions Strategy
Meets “Proficient” criteria and demonstrates creative or sophisticated ability to develop strategic marketing proposals.
Proficient: Develops a promotions strategy that effectively applies the media mix, including traditional marketing, and defends each using specific evidence and principles discussed in the course.

13. Marketing Strategies: Resource Requirements
Exemplary: Meets “Proficient” criteria and demonstrates creative or sophisticated ability to develop strategic marketing proposals.
Proficient: Analyzes the resource requirements, including the types of resources and the categories of direct and indirect expenses to be considered.

14. Marketing Strategies: Evaluation Metrics
Exemplary: Meets “Proficient” criteria and demonstrates creative or sophisticated ability to develop strategic marketing proposals.
Proficient: Proposes specific metrics for evaluating the success of the marketing proposals, including appropriate sources of data and how the data would be interpreted

15. Conclusions
Exemplary: Meets “Proficient” criteria and demonstrates advanced skill in connecting marketing strategies to the mission, vision, and values of healthcare organizations.
Proficient: Defends the overall strategy proposal by illustrating the specific ways in which the recommendations support the mission, vision, and values of the healthcare organization

16. Articulation of Response.
Submission is free of errors related to citations, grammar, spelling, syntax, and organization and is presented in a professional and easy-to-read format.

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